Before They Talk to You, They Listen to Everyone Else
By the time a potential customer calls your office or fills out your contact form, they’ve already been “sold” on you, or they’ve almost been scared off. And here’s the kicker: you weren’t even in the room.
That decision was shaped by what other people said about you online, in your reviews, your ratings, and your responses.
In today’s world, your reputation speaks louder than your marketing. In this article, we’ll break down how what people say about you online directly impacts your ability to earn trust, win business, and grow profitably.
1. The Sales Funnel Starts on Google, Not Your Website
When someone searches “electrician near me” or “AC repair in [city],” they don’t go to your website first, they go to your Google Business Profile.
Here’s what they see:
- Your star rating
- Review snippets (the words your customers use most)
- How many recent reviews you have
- Your response activity
That’s where the buying decision begins. If you’re not actively shaping what shows up there, you’re letting the internet speak for you—whether it gets it right or not.
2. Trust Is Built in Seconds, Based on Signals, Not Hype
Most customers don’t read every review. But they skim enough to form a gut-level impression:
- “Do people like this company?”
- “Do they show up on time?”
- “Do they do what they say?”
- “Do they treat people with respect?”
If the overall tone is consistent and positive, the customer feels safe. If it’s chaotic, negative, or out of date, even just a little, they back off.
Reviews don’t just support your sales, they shape them.
3. Positive Reviews Do More Than Validate, They Sell
Great reviews are better than any ad. Why? Because they come from someone who’s not trying to sell anything. That makes them believable and powerful.
When a customer says:
“We had an emergency, and they came out the same day. Super professional and friendly.”
That’s better than any headline you could write.
Use these reviews strategically:
- Highlight them on service pages
- Feature quotes in email campaigns
- Include them in follow-up messaging
- Use them in ads to pre-sell your value
Your customers are already writing your best copy. Put it to work.
4. Bad Reviews Don’t Just Hurt, They Echo
A bad review doesn’t just live on Google. It gets screenshotted, shared in Facebook groups, and referenced in conversations.
But it’s not the bad review that does the most damage, it’s the lack of response.
If someone complains and your company doesn’t reply, the message to potential customers is:
- You’re not paying attention
- You don’t care about feedback
- You’re not fixing your mistakes
On the flip side, a thoughtful response, even to a tough review, can turn a negative into a trust builder. It shows maturity, professionalism, and accountability.
5. The Words People Use in Reviews Shape Your Brand
It’s not just the star rating. Google (and your future customers) are paying attention to the actual language people use.
If customers keep mentioning:
- “Reliable”
- “Responsive”
- “Affordable”
- “Clean”
...that becomes part of your brand voice. It affects how you show up in search and how you’re perceived by strangers.
If they’re using negative words, “rude,” “late,” “unprofessional”, that sticks, too.
Pay attention to the words. They’re telling you how the market sees you, and what you need to reinforce or repair.
Your Reputation Isn’t Just a Score, It’s a Sales Engine
You can’t control everything people say. But you can influence it, by delivering great service, asking consistently, and responding professionally.
What customers say about you online determines who picks up the phone, who scrolls past, and how much they’re willing to pay.
If your reviews are telling the right story, you won’t have to work as hard to sell. Your reputation will do it for you.
